Chief Experience Officer at Universal Theme Parks International
Episode #005 February 1, 2026
Sarah Mitchell brings over two decades of experience in the attractions industry, having worked with some of the world’s most iconic theme parks and entertainment destinations.
Starting her career as a ride operator at a regional amusement park, Sarah quickly rose through the ranks, demonstrating an innate understanding of what makes guests return year after year. Her philosophy centers on creating “moments of magic” – those unexpected touches that transform a good visit into an unforgettable experience.
At Universal Theme Parks International, Sarah oversees guest experience strategy across 12 properties globally. Under her leadership, guest satisfaction scores have increased by 34%, and the company has won multiple industry awards for innovation in hospitality.
Sarah holds an MBA from Cornell’s School of Hotel Administration and serves on the board of the International Association of Amusement Parks and Attractions (IAAPA). She is a sought-after speaker at industry conferences and has been featured in publications including Forbes, Fast Company, and Theme Park Insider.
When not reimagining the future of themed entertainment, Sarah enjoys exploring national parks with her family and collecting vintage amusement park memorabilia.
In this episode, Sarah Mitchell shares her insights on balancing cutting-edge technology with authentic human connections in theme parks. We discuss the rise of mobile ordering, virtual queues, and AI-powered personalization – and why the human element remains irreplaceable. Sarah also reveals the biggest mistakes parks make when implementing new tech and offers practical advice for operators of all sizes.
<p><strong>Host:</strong> Welcome to Attractions Insights. Today we're joined by Sarah Mitchell, Chief Experience Officer at Universal Theme Parks International. Sarah, thanks for being here.</p>
<p><strong>Sarah:</strong> Thanks for having me. I'm excited to dive into this conversation.</p>
<p><strong>Host:</strong> Let's start with a big question. With all the technology available today – mobile apps, virtual queues, AI – what's the biggest misconception parks have about improving guest experience?</p>
<p><strong>Sarah:</strong> Great question. The biggest misconception is that technology alone will solve your problems. I've seen parks invest millions in the latest app features, only to see guest satisfaction stay flat or even decline. Why? Because they forgot the fundamentals.</p>
<p><strong>Host:</strong> What fundamentals are we talking about?</p>
<p><strong>Sarah:</strong> Clean restrooms. Friendly staff. Clear wayfinding. These basics matter more than any fancy app. Technology should enhance these fundamentals, not replace the need for them. A virtual queue is wonderful, but if the guest finally gets on the ride and the operator seems bored or annoyed, that negative interaction is what they'll remember.</p>
<p><strong>Host:</strong> That's such a good point. How do you train staff to deliver those magical moments consistently?</p>
<p><strong>Sarah:</strong> It starts with hiring. We look for people who genuinely enjoy making others happy. You can teach procedures, but you can't teach empathy. Then we empower them. Our team members have discretionary budgets – they can give away a free popcorn, upgrade a family to a better seat, whatever feels right in the moment. No approvals needed.</p>
<p><strong>Host:</strong> That level of trust must make a difference.</p>
<p><strong>Sarah:</strong> Absolutely. When employees feel trusted, they take ownership. They become experience creators, not just rule followers.</p>
